a branch of political psychology that deals with the study of psychological and media methods that affect the formation of individual and group attitudes towards political and social issues. This field includes the analysis of the impact of media messages, images and symbols, emotional rhetoric and election advertising, as well as strategies for collective influence on emotions, beliefs and decision-making. The goal of advertising psychology is to understand how propaganda and the media can shape political behavior, build loyalty, and influence public opinion in a scientific and systematic way.